Enhancing Tourism: The Importance of Tour Guide Professionalism
Intro
In the world of travel, a tour guide often becomes the face and voice of an entire experience. The subtleties of professionalism in this role can dramatically impact how tourists perceive and engage with a destination. It’s not just about reading facts from a script; it’s about how those facts are delivered, how they resonate with the audience, and what emotions they evoke. A skilled guide possesses a treasure trove of knowledge, yet the true art lies in their ability to weave this into captivating narratives.
The effectiveness of a tour guide as an orator hinges on several key factors that form the core of their professionalism. This article, through a thorough examination, will touch on various elements like communication styles, depth of knowledge, audience engagement, and adaptability. Each element plays a vital role in shaping the experience of tourists, ensuring that their journey is not merely a sightseeing adventure but a deeply engaging and memorable experience.
Why Professionalism Matters
Professionalism in oratory isn't just a box to tick off; it influences every interaction that a guide has with tourists. The first impression can often set the tone for a tour. Well-prepared guides who present themselves with confidence are more likely to engage their audience effectively. Imagine a guide who starts the tour without enthusiasm, perhaps fumbling through their notes. This could dampen the spirits of excited travelers yearning for memorable stories. Contrast that with a guide who embodies knowledge, enthusiasm, and warmth, drawing their audience into the unfolding narrative of the location.
Indeed, professionalism goes hand in hand with the ability to paint a vivid picture through words. This careful crafting of the narrative not only showcases the guide's expertise but also builds trust. Tourists are more inclined to value what they hear when presented by a passionate and informed professional.
The Art of Storytelling
Storytelling remains the backbone of effective tour guiding. Each historical site or cultural landmark has stories waiting to be told. A knowledgeable guide translates facts into compelling tales, making the rich history or cultural heritage accessible and relatable. For instance, narrating the untold anecdotes about a majestic castle can transform a mere visit into an enchanting journey through time.
Professionalism here is marked by a guide’s ability to adjust their storytelling approach based on the audience's reactions. Whether one is catering to families with young children or seasoned travelers with different interests requires a nimble approach to narration. A professional guide reads the room, tailoring stories that resonate and spark interest.
"A great tour guide doesn't just share knowledge; they create a shared experience that lingers long after the tour ends."
Building Audience Engagement
In the tourism industry, audience engagement is paramount. Professional guides don't just talk at travelers; they interact with them, fostering a two-way conversation. This need for engagement includes asking open-ended questions, encouraging discussions, and responding dynamically to the group's mood. The ability to involve tourists in dialogue transforms the experience into an interactive escapade, which deepens their connection to the destination.
Effective communication skills aid in managing group dynamics. From diffusing potential conflicts to ensuring quieter members feel included, a professional guide's adaptability is essential. This ability not only enriches the experience but also helps maintain a cohesive atmosphere throughout the tour.
Closure
Understanding Professionalism in Tour Guiding
In the realm of tour guiding, professionalism stands as a cornerstone of effective oratory skills. It's not just about having a script to recite or displaying knowledge about historical landmarks. Professionalism in this context encompasses a broader spectrum, which includes how tour guides present themselves, interact with their audience, and manage the entire experience from start to finish. The importance of understanding professionalism within tour guiding cannot be understated, as it directly influences the quality of the tourism experience.
Professionalism implies a commitment to providing a high-quality experience. A tour guide who embodies this quality demonstrates reliability, accountability, and a genuine passion for sharing knowledge. This dedication resonates with tourists, impacting their overall satisfaction and engagement with the tour.
Moreover, professionalism in tour guiding enhances credibility. A knowledgeable and polished guide can make a significant difference in how tourists perceive not only the guide but the entire tour organization. A reputation as a professional can pave the way for referrals and repeat business, which are vital in the tourism industry. For seasoned travelers and newbies alike, encountering a professional guide can elevate a simple trip into a memorable adventure.
The Definition of Professionalism
When defining professionalism in the context of tour guiding, it goes beyond mere presence or appearance. Professionalism involves exhibiting certain characteristics that enhance the tour experience. These might include punctuality, proper attire, effective communication, and a deep understanding of the subject matter.
A professional tour guide actively engages with tourists, providing information that is both informative and delivered with enthusiasm. They also respect the diversity of their audience. For example, a guide might tailor their story to fit a mixed group of ages or cultural backgrounds, ensuring that all participants feel included and valued.
Why Professionalism Matters
The importance of professionalism in tour guiding can be viewed through several lenses:
- Building Trust: Professionalism fosters an environment of trust. Tourists are more likely to follow a guide who presents themselves in a trustworthy manner.
- Enhancing Communication: Guides skilled in professionalism often have honed communication skills, which allow them to connect better with their audience. This affects not only the guide's effectiveness but also boosts tourists' enjoyment.
- Promoting Cultural Sensitivity: Different groups have varying cultural expectations. A professional guide navigates and respects these differences, enhancing the experience for everyone involved.
"A well-mannered guide can change how a group experiences a location, transforming mere sightseeing into a captivating journey."
In summary, understanding professionalism in tour guiding is essential for any guide wishing to refine their oratory skills. It reflects in the details—the little things that make a big impact on tourists. Professionals not only deliver information; they craft experiences that linger in memory long after the tour has ended.
Key Characteristics of an Effective Tour Guide
Understanding the key characteristics of an effective tour guide is fundamental for comprehending the overall role professionalism plays in enhancing oratory skills. These traits form the backbone of a guide's ability to engage, inform, and provide a memorable experience for tourists. Each guiding principle not only impacts the immediate interaction but can also affect the broader perception of the tour, the location, and the tourism industry as a whole.
Knowledge and Expertise
A solid foundation of knowledge is non-negotiable for anyone in the tour guiding industry. Tourists often seek insights that go beyond what can be found in a guidebook. This goes beyond mere facts; it encompasses a deep understanding of cultural nuances, historical context, and local anecdotes that bring a destination to life. Whether guiding through the bustling streets of Rome or the serene landscapes of Kyoto, a tour guide must be able to answer questions with finesse.
Moreover, expertise allows guides to adapt their information to fit the audience's varied interests. An effective guide can navigate conversations with adeptness, shifting focus based on the tourists’ queries. For instance, a guide leading a group through a vineyard can share detailed knowledge about viticulture while weaving in personal stories about memorable harvests. This blend of knowledge and personal experience makes for compelling oratory that keeps tourists engaged.
Interpersonal Skills
Interpersonal skills are the glue that holds the dynamic between a guide and their audience. Good interpersonal communication fosters a rapport that is vital for a successful tour. A skilled guide knows how to read the energy in the room, ensuring they create a warm, inviting atmosphere. This includes making eye contact, using body language effectively, and even using humor appropriately to diffuse tense moments or simply to elevate the mood.
The ability to listen actively can also make a world of difference. When guides show genuine interest in the travelers' thoughts and experiences, it builds trust. Such trust encourages tourists to engage more openly, asking questions or sharing personal anecdotes.
Passion for Storytelling
Storytelling is arguably one of the most captivating aspects of a tour guide's oratory arsenal. Passionate guides have an extraordinary talent for weaving facts into engaging narratives. This pivotal skill can transform a simple recounting of historical events into a lively story that captures attention and inspires curiosity.
For example, discussing the old city walls might seem mundane, yet a passionate guide can recount tales of adventurers, conflicts, and victories that shaped a city. Adding an emotional layer makes information easy to digest and memorable. Storytelling can serve as a bridge, connecting tourists to the culture and history of a place in a way that data alone cannot. Hence, fostering a love for storytelling is crucial for any aspiring tour guide.
Communication Techniques in Tour Guiding
Effective communication is the backbone of successful tour guiding. A tour guide's ability to convey information clearly and engagingly can drastically transform the experience for tourists. Various communication techniques serve to enhance oratory skills and ensure that the messages conveyed resonate with diverse audiences. By honing these techniques, guides are better equipped to leave a lasting impression on their participants. Let's delve deeper into the specific elements that make up effective communication in this context.
Using Clear Language
Clarity is king when it comes to communication. A proficient tour guide knows that using clear, simple language can bridge the gap between expertise and audience understanding. Tourists come from different backgrounds and may not be familiar with specialized vocabulary, local slang, or cultural nuances. Therefore, opting for straightforward expressions eliminates confusion and keeps everyone on the same page.
For instance, rather than saying, "This structure exhibits neo-gothic characteristics", a guide might say, "This building has a style you can see in stories about castles and churches. It’s really something special." This makes the information more relatable.
- Keeping jargon to a minimum helps reach people at different knowledge levels.
- Using analogies can facilitate understanding; relating new concepts to everyday experiences anchors tourists in familiarity.
Above all, a guide must monitor their audience's comprehension through feedback. Asking questions like, "Is everyone with me so far?" can prompt engagement and indicate areas needing clarification.
Adjusting Tone and Pace
The tone set by a guide is as significant as the content delivered. A friendly, enthusiastic tone can energize a group and engage them, while a monotonous tone may lead to disengagement. Finding that sweet spot between sounding passionate and maintaining professionalism is vital. Joy and excitement should be palpable yet respectful of differing cultural expectations.
Similarly, variations in pace can also alter the effectiveness of communication. If a guide rushes through explanations, crucial details might slip away, leaving tourists puzzled. Conversely, talking too slowly could test the limits of patience.
Here are some pointers for adjusting tone and pace effectively:
- Match your tone to the context; a historical site might warrant a more solemn tone than a lively market.
- Listen to your audience's reactions; if they seem lost, it may be time to slow down or rephrase your points.
- Use pauses strategically; they can emphasize important details or allow tourists to absorb information.
Non-verbal Communication
A substantial portion of communication is non-verbal. Body language, eye contact, and facial expressions convey enthusiasm, authority, and empathy to an audience. A guide who combines verbal and non-verbal cues creates a richer experience.
For example, maintaining eye contact with group members fosters connection and engagement. It sends the message that their presence matters. Similarly, varied facial expressions can communicate excitement or awe — helping to reflect the narrative's mood.
Additionally, the physical positioning of the guide while speaking also affects communication. Standing in a way that is visible yet natural, such as facing the group while also pointing to landmarks, balances attention. Good use of gestures can further emphasize key points, making the narrative more vivid.
"The way guides express themselves visually can often be as important as the words they choose."
Non-verbal communication is often a universal language — bridging gaps when words fail.
In summary, mastering communication techniques enables tour guides to polish their oratory skills and enhances the overall tourist experience. By using clear language, adjusting tone and pace, and harnessing non-verbal cues, tour guides can effectively engage their audiences and create memorable journeys.
Engaging the Audience
In the realm of tour guiding, engaging your audience is not just a bonus; it's a fundamental necessity. When tour guides actively capture the attention of their audience, the entire experience is transformed. It's not merely about recounting historical facts or local legends; rather, it’s about weaving a narrative that resonates with each individual present. This engagement reinforces the emotional connection tourists have with a destination, deepening their appreciation and understanding.
Identifying Audience Needs
Every group of tourists comes with its own unique set of expectations and interests. A skilled tour guide must have the keen ability to identify these needs right from the start. For instance, a group of history buffs may want more in-depth discussion about the local culture and historical context, while families with children might be more interested in engaging stories that entertain while educating.
To effectively identify audience needs, it helps to ask questions or initiate brief discussions before diving into the tour. This approach allows the tour guide to gauge the group's preferences.
- Observation: Pay attention to non-verbal cues. Are they leaning forward, eager for more detail, or sitting back, perhaps feeling disengaged?
- Feedback: Encourage feedback during the tour. Simple prompts like "What do you think about this?" can open the doors to a more inclusive dialogue.
Understanding audience needs lays the groundwork for a more rewarding tour experience.
Creating Interactive Experiences
When a tour becomes a two-way street, magic happens. Interactivity doesn’t just enhance the tour; it makes it memorable. Guides who create these interactive experiences often use tactics like storytelling, humor, and hands-on activities. For example, instead of just explaining the significance of a particular landmark, a tour guide might ask tourists to share what they find interesting or relatable about it.
Here are some approaches that work well:
- Storytelling techniques: Use personalized stories or anecdotes that relate to the topic at hand.
- Role Playing: If context allows, involve the audience in short role-playing scenarios related to local history or traditions.
- Visual Aids: Provide maps, memorabilia, or local artifacts for tour members to handle, stimulating curiosity and engagement.
Such strategies not only make the tour enjoyable but also empower the audience to participate actively in the learning process.
Encouraging Questions and Interaction
Questions are key to learning, yet many tour guides hesitate to encourage them, fearing interruptions. However, fostering an environment where questions are welcomed can significantly enhance the tour experience. When audiance feel comfortable asking questions, it shows they are engaged and curious.
Here’s how to promote this interaction effectively:
- Set the tone: Make it clear that questions are welcome at any time – even during storytelling.
- Pause frequently: After sharing a significant point, pause and ask, "What are your thoughts on this? Any questions?" This invites the audience to speak up comfortably.
- Interactive Q&A sessions: Allocate time specifically for questions, or incorporate mini Q&A moments throughout the tour. This shows respect for the tourists’ interests and opinions.
Engaging your audience through questions fosters a vibrant interaction and creates lasting memories of the tour, enhancing their overall experience.
By focusing on these elements, a tour guide not only captivates their audience but also ensures that the tour is educational and enjoyable. This combination of professionalism and interaction enhances the oratory aspects of the guide, ultimately leading to a richer tourism experience.
Adapting to Different Groups
Understanding how to adapt to different groups is pivotal for effective tour guiding. Each group possesses unique dynamics and preferences, influenced by factors such as age, cultural background, and familiarity with the subject at hand. A tour guide's ability to gauge these differences not only enhances engagement but also fosters a positive atmosphere, ensuring that tourists walk away with memorable experiences. Without this adaptability, guides might risk alienating some participants or failing to connect with the essence of their audience.
Catering to Various Age Groups
Each age group presents its own set of needs and expectations on a tour. Understanding this is not just a matter of reading the room—it's about molding the narrative and approach to fit the psychological and intellectual absorption levels of your audience.
- Younger Tourists: Kids and teenagers often crave entertainment infused with energy. The guide’s storytelling style should be vibrant, possibly incorporating humor or interactive elements, like quick quizzes about the sights. Engaging young minds can mean telling faster-paced, fun stories or including games that help them learn while they play.
- Adults: Adults, especially seasoned travelers, appreciate a deeper dive into history and context. They might be more inclined to listen to detailed narratives that provide substantive insights and provoke thought. It’s important here for a guide to balance facts with storytelling, maintaining an engaging flow without drowning the tourists in information.
- Seniors: When guiding older groups, the approach needs to be gentler and reflective. Guides should allow more time for pauses, ensuring that seniors can absorb and interact without feeling rushed. Highlights should be framed to resonate with wisdom and experiences, creating connections to their past travels or cultural references.
Adjusting to Cultural Differences
Cultural sensitivity plays a significant role in how effectively a tour guide can connect with their audience. Tourists hail from various backgrounds, and sometimes a guide’s usual style may not resonate, or worse, could offend. Accruing knowledge about the customs and values of the different groups can greatly enhance the tour experience.
For instance, potential patrons from collectivist cultures may prefer a more collaborative tour approach, where group consensus is valued. They tend to engage in group discussions rather than seeking the limelight individually. This implies that questions should be encouraged in a manner where everyone feels welcome to contribute rather than spotlighting only one voice.
On the flip side, tourists from individualistic cultures might appreciate guides who recognize personal achievements or opinions, which can foster a sense of belonging and attention. Facilitating moments of individual sharing could elevate their experience.
"A guide's awareness of cultural nuances transforms a good tour into a memorable journey."
In sum, adapting to the various groups involves a careful blend of observation, flexibility, and preparedness. Guides who can shift styles based on age and culture not only enrich the experience for their audience but also reinforce their own professional credibility.
Handling Challenging Situations
A tour guide's ability to navigate difficult situations signifies not just their professionalism but also greatly influences the overall experience of tourists. This section explores why such handling is vital and the specific skills that enhance a guide's competence in these scenarios.
The world of tourism is unpredictable. Unexpected events can arise at any moment, whether it's a sudden change in weather, a scheduling error, or perhaps tourists who are less-than-cooperative. A professional tour guide needs to exhibit a calm demeanor and a problem-solving attitude to manage these challenges effectively. With the right tools in their belt, guides can maintain a positive atmosphere, ensuring tourists not only feel comfortable but also valued.
"The success of any journey lies in the guide – it's not just about the place but how they steer the experience through hurdles."
Dealing with Difficult Tourists
Dealing with difficult tourists can be one of the most challenging facets of a guide's role. Often, these situations arise due to misunderstandings, unrealistic expectations, or personal grievances affecting a tourist's experience. A proficient guide must possess emotional intelligence, which enables them to read the room and adapt their approach based on the behavior of the group.
Some key strategies include:
- Active Listening: Pay attention to tourists' complaints or concerns. This builds trust and often diffuses tension.
- Empathy: Showing understanding of their frustrations fosters a connection and demonstrates commitment to resolving issues.
- Setting Boundaries: It’s also crucial for guides to establish what is acceptable behavior within the group. A polite yet firm approach often helps maintain order and respect.
These skills not only mitigate difficult situations but also elevate the tour experience by reinforcing a guide’s reputation as an approachable and knowledgeable professional.
Crisis Management Skills
Crisis management is another area where professionalism shines through in tour guiding. Whether it is dealing with lost belongings, a medical emergency, or questions about safety, tourists rely heavily on their guide to lead with assurance and competence.
Professional tour guides often develop a toolkit of crisis management strategies:
- Preparation and Training: Knowing basic first aid and emergency protocols is essential. Guides who have undergone relevant training can react swiftly and efficiently during crises.
- Communication: Clearly communicating what is happening during a crisis keeps tourists informed, reducing panic and uncertainty.
- Staying Calm Under Pressure: A guide’s ability to remain composed can turn a potentially chaotic situation into a manageable one. Tourists often take their cue from the guide’s demeanor, so calmness can be a reassuring presence.
Navigating through crisis effectively turns a challenging situation into an opportunity for growth and demonstrates a guide's commitment to professionalism while enhancing the overall experience for the tourists.
The Impact of Professionalism on Tourism
Professionalism in tour guiding is not just about a polished presentation or a smart uniform. It goes deeper than surface appearances. In the world of tourism, where first impressions can make or break an experience, professionalism plays a pivotal role. It shapes how tourists perceive their surroundings and the information they receive, ultimately influencing their entire journey.
Enhancing Tourist Satisfaction
One of the primary outcomes of professionalism is an increase in tourist satisfaction. This satisfaction stems from a tour guide's ability to deliver information in a clear, engaging manner. Here are some key elements that contribute to this:
- Expert Knowledge: Guides who know their stuff can provide tourists with in-depth insights that make locations come alive. A guide knowledgeable about local history, culture, and customs creates an enchanting narrative that enriches the visit.
- Welcoming Attitude: A warm smile and friendly demeanor can transform a mundane tour into an unforgettable experience. When tourists feel welcomed, they are more likely to engage and enjoy the experience.
- Responsive Service: Professional guides typically go the extra mile to cater to the needs of the group. For instance, if a group requires additional stops or information, a professional guide adapts without hesitation. They might say, "If anyone has any special requests, just let me know!"
Furthermore, satisfied tourists tend to share their experiences, often leading to recommendations, positive reviews, and repeat business. They may tell their friends, "You should try the tour with that guide—it’s worth it!"
"A satisfied tourist is the best advertisement for future travelers."
Building Reputation and Trust
Professionalism is directly tied to the reputation of both the tour guide and the company they represent. A guide who consistently demonstrates integrity and care fosters trust among tourists. Elements of this relationship include:
- Consistency: Delivering quality performances day in and day out builds credibility. When clients can rely on a guide for an enjoyable experience, trust grows.
- Transparency: A professional guide openly communicates about itineraries, pricing, and expectations. This honesty creates a comfortable environment for tourists. For instance, when a guide states, "This tour is going to take about three hours, and we’ll make two stops along the way," tourists feel informed and secure.
- Feedback Incorporation: By welcoming and acting on feedback, tour guides demonstrate a commitment to improvement. When tourists see their suggestions in action, it marks a profound connection.
Training and Development for Tour Guides
To cultivate effective oratory skills in tour guiding, the importance of proper training and development can not be overstated. For tour guides, continuous enhancement of their skills not only elevates their personal capabilities but also significantly contributes to the overall experience of tourists. This section delves into the vital aspects and advantages of training and development in tour guiding.
Importance of Continuous Learning
In the ever-changing landscape of tourism, staying ahead requires that tour guides embrace the notion of continuous learning. The world is full of diverse cultures, historical narratives, and breathtaking sites. With each passing day, new information and trends emerge, making it crucial for tour guides to keep themselves updated. This learning could be through reading books, attending conferences, or even engaging in discussions with fellow professionals.
Here are key reasons why this continuous improvement is paramount:
- Adaptability: As guide directly interacts with varied audiences, understanding their interests and preferences helps tailor the narrative effectively.
- Increased Knowledge Base: A broader range of knowledge allows guides to answer questions competently and address unexpected inquiries, enhancing the overall tour experience.
- Professional Growth: Continuous education fosters career development, opening doors to more advanced opportunities within the tourism sector.
Whether it’s a fascinating snippet about local cuisine or an unexpected twist in historical accounts, being well-prepared gains the respect of the tourists. As the saying goes, "Knowledge is power," and for a tour guide, this power translates to more engaging and captivating tours.
Workshops and Certification Programs
Engaging in workshops and certification programs provides structured pathways for tour guides to hone their skills. Such programs are invaluable as they often offer practical exercises, real-world scenarios, and feedback from experts in the field. These opportunities can enhance a guide's capabilities in several ways:
- Skill Development: Workshops often focus on key skills like public speaking, storytelling techniques, and audience engagement, which are essential for effective communication.
- Networking Opportunities: Participating in these programs enables guides to connect with peers and veterans, fostering a community of shared knowledge and experiences.
- Credentials and Recognition: Certifications can help distinguish guides in a competitive market. A well-recognized badge can boost a guide's credibility in the eyes of potential employers and clients alike.
Often, these workshops cover various themes, such as:
- Cultural Sensitivity: Understanding nuances can avoid misunderstandings when engaging with tourists from different backgrounds.
- Crisis Management Training: Learning how to tackle unforeseen challenges ensures smooth operations during tours.
- Use of Technology: Guidance on integrating modern tools and technology into storytelling methods keeps tours engaging for tech-savvy audiences.
End
Training and development serve as the backbone for a tour guide’s professionalism. With continuous learning and certification gained through workshops, guides can expand their oratory skills. These elements are fundamental in providing an inspiring and enriching experience for tourists, ultimately reshaping how stories are narrated and memories crafted within the world of tourism.
"A well-informed guide can transform an ordinary trip into an unforgettable journey."
Future Trends in Tour Guiding
As the landscape of tourism continually evolves, understanding the future trends in tour guiding becomes essential. These trends are not just passing fads; they represent significant shifts that can transform how guides interact with their audiences and enhance the overall tourist experience. Today, we delve into two key areas of focus set to influence the direction of tour guiding: technology integration and sustainability practices. By exploring these elements, we aim to shed light on the implications and benefits of embracing such trends in the profession.
The Role of Technology
Technology has made inroads into nearly every industry, and tour guiding is no exception. The use of technology can supercharge a tour guide's ability to inform, engage, and entertain. For instance, augmented reality (AR) provides tourists with immersive experiences that take storytelling to the next level. Imagine a guide showing historical ruins as they once were, with AR overlays revealing structures and activities long gone.
Further, the rise of mobile applications allows tourists to tailor their experiences. Certain apps can provide real-time updates, maps, and contextual information based on individual interests. As such, a guide's role is shifting from mere information provider to experience curator. They must now be adept at navigating various platforms that enhance their storytelling capabilities.
"A top-notch tour guide of tomorrow needs to be as tech-savvy as they are knowledgeable, connecting dots between history, culture, and modern tech to captivate their audience."
Additionally, social media is transforming how guides and tourists share experiences. A guided tour can easily become a viral moment on platforms like Instagram or TikTok, further promoting the destinations and increasing visibility. Guides need to understand how to leverage these platforms for marketing their services effectively, creating shareable content that resonates with potential tourists.
Sustainability in Tour Guiding
With increasing awareness of climate change and the environmental impact of tourism, sustainability is a hot topic that every tour guide must consider. Modern tourists often prioritize eco-friendly options, seeking out experiences that minimize their carbon footprint. This trend is reshaping what professionalism means within the industry, pushing guides to adopt more sustainable practices.
Educating tourists on local ecosystems and encouraging responsible behaviors can elevate a tour's quality. A proficient tour guide in today’s age knows how to intertwine fascinating stories of preservation and sustainable practices within their narratives. For instance, guiding a group through a nature reserve could be about much more than just observation; it can also center on the importance of conservation and responsible tourism.
Furthermore, implementing sustainable practices, such as reducing waste and promoting local businesses, not only helps protect the environment but also supports community economies. Guides who align their offerings with these values position themselves as not just leaders in tourism but also advocates for the places they cherish.
